Define the economic unit
Agree whether success means qualified enquiry, booked appointment, opportunity, sale, gross profit or retained value. Different teams often use the same word for different stages.
Write the definition into the CRM and reporting logic.
Separate signal from attribution theatre
A last-click report may ignore research, referrals and repeat exposure. A complex model can also create false precision.
Use channel data for optimisation and CRM outcomes for commercial judgement, while documenting what remains unknown.
Include the full cost
Media, management, creative, software and internal time belong in planning. Compare them to gross contribution over a realistic time period.
Do not call revenue return if refunds, delivery cost and delayed close rates are material.
Build a review rhythm
A useful review explains movement, exceptions and decisions. Dashboards without owners tend to become decorative.
Pair numbers with a short lead-quality sample so optimisation does not drift away from reality.
How this becomes a project
A useful next step is a short audit of your current pages, search footprint, proof and measurement. The output should identify the few constraints worth fixing before more content or media is added.